Bangkok, Thailand – Following the launch of their Malaysian and Indonesian campaign as part of the Hari Raya celebration, used car sales platform Carsome has launched a new campaign for their Thailand market, demonstrating that buying and selling used cars on the platform is easy and safe using a tongue-in-cheek narrative.
Titled ‘Mr. Handsome’, the campaign features a married couple, where the wife scolds her husband for checking in used cars on Carsome, which quite literally ‘drops’ at their home. For every concern the wife raises regarding transacting on the platform, a Carsome salesperson enters the scene, noting that all cars enter a 175-point inspection, prices are set with no hidden fees, every car has a 1-year warranty, plus other services.
The ad continues to take a more quirky turn as for every promise the salesperson makes, the husband ‘takes off’ parts of his body, until both him and his wife are ‘left’ later with hands as she sold the car as well, showing that at the tip of our fingers, transacting on Carsome is as easy as scrolling on our phones–whether buying or selling.
Speaking about the creative process for the ad, Chaval Sindhusingha, creative group head at VMLY&R Thailand, stated that through the ad, they used bold and quirky sense of humor plus a touch of Thai insights, along with impactful visuals to create a positive brand association, register top-of-mind awareness and be the most recalled brand when it comes to used car purchase.
“At VMLY&R it’s our mission to build connected brands. Carsome is an online used car platform that offers exceptional ease and confidence when buying and selling used cars. The challenge was to differentiate the brand from all existing others in the market, while also highlighting the many selling points it offers,” Sindhusingha stated.
Meanwhile, Derek Tan, chief brand officer at Carsome, remarked that they are happy to work with VMLY&R to bring their vision and ideas to life through their brand film in Thailand.
“At Carsome, we understand the pain point of the used car industry which is fragmented and marred by distrust. We leverage on data and technology innovation to streamline the used car transaction process, with the aim of helping our customers move forward with peace of mind – per the film, Aud doesn’t need a head to worry about his purchase, a heart to go through a heart attack over prices or problems, nor even legs to go out and buy a car. Buying a car from Carsome is as easy as counting 1-2-3: only a single hand is required,” Tan said.
The film is part of a wider campaign across online and offline channels including TV, radio, billboards, digital LED screens and showrooms in Bangkok including location-based ad optimization for digital.
